True Religion Tries New Fabrics on Classic Looks

Fleece might be a fabric for every season. It’s been used for hoodies favored by gym rats and for tops worn by the fashion forward.

It’s a fabric that True Religion Brand Jeans incorporated into its new line, which debuted Feb. 9 at the M. Fredric boutique in Studio City, Calif. The line, made of 100 percent cotton fleece knits, could make fleece aficionados and brand observers do a double take.

True Religion’s new knitwear has an uncanny resemblance to the Vernon, Calif.–based label’s denim collection. The secret behind the fleece line is that it is cut with the same body-hugging fits as the label’s jeans.

Jeff Lubell, True Religion’s president and creative director, said giving the knits a jeans look was merely one way to stretch the label’s brand equity. “We wanted to get into knitwear. The shareholders wanted us to extend the brand,” Lubell said. The new line also features sweater-like tops and a kids’ line. Wholesale price points for the knits are $65–$80 and $48–$56 for the kids’ knit line. For more information, contact the L’Atelier showroom at (213) 683-0050. —Andrew Asch